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Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
Technology as culture_20130212
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Technology as culture_20130212

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Technology as Culture - The Role of Technology and Advertising in Everyday Life …

Technology as Culture - The Role of Technology and Advertising in Everyday Life
Presented to Edward Boches' class at BU College of Communication 4/12/2013

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  • 1. TECHNOLOGY AS CULTURE The Role of Advertising and Technology in Everyday Life Mathew Ray | Director of Creative Technology | MullenFriday, April 12, 13
  • 2. A HISTORY OF NOW • “Anything that was around when you were born isn’t really considered technology”Friday, April 12, 13
  • 3. A HISTORY OF NOW • Examples of technology’s impact on culture thru the past. (token printing press slide...)Friday, April 12, 13
  • 4. A HISTORY OF NOWFriday, April 12, 13
  • 5. A HISTORY OF NOW • 80 ad - Roman Colosseum, Baths, Representative GovernmentFriday, April 12, 13
  • 6. A HISTORY OF NOW • 1500 ad - Printing pressFriday, April 12, 13
  • 7. A HISTORY OF NOW • What’s common? • Times of great changes in technology are inextricably linked to times of great social change • Because they are opposite sides of the same coinFriday, April 12, 13
  • 8. A HISTORY OF NOWFriday, April 12, 13
  • 9. A HISTORY OF NOW • Obama campaign (even in our country, there’s no going back)Friday, April 12, 13
  • 10. A HISTORY OF NOWFriday, April 12, 13
  • 11. A HISTORY OF NOW • See the parallel with today? (need slide that feels anachronistic)Friday, April 12, 13
  • 12. A HISTORY OF NOWFriday, April 12, 13
  • 13. THE CONSTANT NEW •6 months ago is an eternity now • do you even remember what happened 6 months ago?Friday, April 12, 13
  • 14. THE CONSTANT NEWFriday, April 12, 13
  • 15. THE CONSTANT NEWFriday, April 12, 13
  • 16. THE CONSTANT NEWFriday, April 12, 13
  • 17. COPING MECHANISMS • How to deal with this pace of change? • You could spend all day every day just following trends and not actually solving problems • What are the strategies?Friday, April 12, 13
  • 18. COPING MECHANISMSFriday, April 12, 13
  • 19. COPING MECHANISMSFriday, April 12, 13
  • 20. COPING MECHANISMSFriday, April 12, 13
  • 21. BE THE BALLFriday, April 12, 13
  • 22. BE THE BALL • Tackle from 2 angles • Change your perspective • Put yourself in your audience’s shoes • Find interests and allow yourself to get distracted by things they would know nothing aboutFriday, April 12, 13
  • 23. BE THE BALLFriday, April 12, 13
  • 24. BE THE BALLFriday, April 12, 13
  • 25. BE THE BALLFriday, April 12, 13
  • 26. DIVERSIFIED INTERESTSFriday, April 12, 13
  • 27. DIVERSIFIED INTERESTSFriday, April 12, 13
  • 28. DIVERSIFIED INTERESTSFriday, April 12, 13
  • 29. WHERE TO START • Twitter lists - twitter.com/mrayinteractive/twitterati • Find the influential people in some preferred subject matter and stalk them. Follow their SlideShare, get audio/video/ transcripts of conference sessions. Build your own list. • Freestyle - pick a topic on Wikipedia. dive deep. come up for air when you have 10 subjects that are interesting. rinse & repeat.Friday, April 12, 13
  • 30. PLAY, EXPERIMENTATION,UTILITY •.Friday, April 12, 13
  • 31. PLAY, EXPERIMENTATION,UTILITYFriday, April 12, 13
  • 32. PLAY, EXPERIMENTATION,UTILITYFriday, April 12, 13
  • 33. PLAY, EXPERIMENTATION,UTILITYFriday, April 12, 13
  • 34. PLAY, EXPERIMENTATION,UTILITYFriday, April 12, 13
  • 35. CREATIVE SOLUTION VS INNOVATIONFriday, April 12, 13
  • 36. CREATIVE SOLUTION VS INNOVATION Always make sure your ideas fulfill 2 of the 3 criteria: • Helpful • Entertaining • AmazingFriday, April 12, 13
  • 37. INPUT / OUTPUTFriday, April 12, 13
  • 38. THANK YOU! Mathew Ray mray@mullen.com @mrayinteractiveFriday, April 12, 13

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